Boston Dynamics Spot Robot Dog

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Table of Contents

Innovation Example
Technology-push or demand-pull?
Marketing: The Positive
Marketing: The Challenging
References

Innovation Example

Boston Dynamics Spot Robot Dog initially showcased by the company on June 23, 2016.

Boston Dynamics is a US engineering company founded in 1992, which works on the development of predominantly robot and Artificial Intelligence technologies.

Spot is a four-legged robot that evolved from SpotMini (the initial version) that offers multiple capabilities of operation, including climbing, jumping, walking, and carrying average-size cargo, such as boxes, as well as surveying the space around itself thanks to a robust software installed.

Innovation Example

Technology-push or demand-pull?

The innovation represents a technology-push, which is expected to transform into demand-pull in the future because customers will demand more robots to be made;
Not all customers can purchase the Spot at the moment;
Boston Dynamics has many requirements for potential buyers (Guizzo, 2019);
The predominant focus of the innovation is targeting businesses that can use the technology for improving their operations;
Boston Dynamics are selective of their potential customers because of the scarcity of robots in the market.

Technology-push or demand-pull?

Marketing: The Positive

The Spot has massive opportunities for marketing because the demand is high while the supply is low;
Boston Dynamics can pick and choose between potential clients to choose the most suitable ones to use the innovation;
At this time, the robot is not available for personal use, which makes it acquisition even more appealing for customers considered by Boston Dynamics (Hill, 2019);
Through being a leader in the market of robotics, the company prioritizes collaboration with businesses because of the wide potential of its application at companies.

Marketing: The Positive

Marketing: The Challenging

Regular consumers who want to get the Spot will most likely be rejected by Boston Dynamics;
The technology push implemented by the company introduced a new product to the market, thus encouraging the creation of potential competition;
The requirements to be eligible to purchase the robot are extensive;
The sphere of robotics is not fully understood by consumers;
The Spot is produced in small quantities at the moment, which means that not all customers can be accommodated.

Marketing: The Challenging